E-Malt.com News article: USA: Boston Beer releases four limited-edition brews

Boston Beer Co. is nationally rolling out four limited-edition brews that include flavors such as fruits and chocolate, a collection that is mostly targeted to the niche market of beer aficionados, Market Watch reported on November, 17.

The four new brews offered by Sam Adams maker Boston Beer retail for between $4.99 and $6.99 for a 22-ounce bottle and will be sold at supermarkets, convenience stores and delis. The brews - named Tasman Red, Third Voyage, The Vixen and Griffin's Bow - are being rolled out across a two-week period under the Sam Adams name. Their alcohol content ranges between 6.75% and 11.5%, above the roughly 5% average for beers.

Grant Wood, a veteran Sam Adams brewer, told the brews will be on shelves for a couple months, though Boston Beer will rotate new styles in the future. He said the drinks were more adventurous for new craft drinks and would appeal to "the beer nerd."

Gary Albanese, an Auriga analyst, said the brews represented Boston Beer's commitment to the craft process that involves some trial and error. He said that while the brews likely won't turn a profit, they could eventually become mainstream products.

"Some of their seasonal brews start out to be temporary, albeit on a larger scale, and then some turn out to be year-round brews, like Noble Pils," said Albanese. "It's not about the profit, it's about the potential," he added.

The craft industry in which Boston Beer operates makes up a small percentage of the U.S. beer business, though demand in the higher-price segment is growing rapidly as seasonal blends and other innovative flavors appeal to more consumers. Craft beers have gained market share while the industry as a whole has contracted.


18 November, 2011